Advertising Age Yearbook
Author:
Publisher:
Published: 1984
Total Pages: 352
ISBN-13:
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The Advertising Age Encyclopedia of Advertising
Author: John McDonough
Publisher: Routledge
Published: 2015-06-18
Total Pages: 4291
ISBN-13: 1135949131
DOWNLOAD EBOOKFor a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
Decoding Women’s Magazines
Author: Ellen McCracken
Publisher: Springer
Published: 1992-10-27
Total Pages: 348
ISBN-13: 1349223816
DOWNLOAD EBOOKA study of the more than fifty US and International glossy publications for women. This analysis focuses on the strategies by which the commercial structure shapes the cultural content, the magazines' repetitive attempts to secure a consensus about the feminine that is grounded in consumerism, and the contradictory semiotic structures at work within and between purchased ads, covert ads, and editorial features.
International Advertising
Author: John Philip Jones
Publisher: SAGE
Published: 2000
Total Pages: 423
ISBN-13: 0761912452
DOWNLOAD EBOOKA handbook of the theory and practice of international advertising linked to overall trends in business globalization.
Advertising, The Uneasy Persuasion (RLE Advertising)
Author: Michael Schudson
Publisher: Routledge
Published: 2013-06-26
Total Pages: 308
ISBN-13: 113666825X
DOWNLOAD EBOOKWhat does advertising do? Is it the faith of a secular society? If so, why does it inspire so little devotion? Advertising, the Uneasy Persuasion is a clear-eyed account of advertising as both business and social institution. Instead of fuelling the moral indignation surrounding the industry, or feeding fantasies of powerful manipulators, Michael Schudson presents a clear assessment of advertising in its wider sociological and historical framework, persuasively concluding that advertising is not nearly as important, effective, or scientifically founded as either its advocates or its critics imagine. ‘Dispassionate, open-minded and balanced ... he conveys better than any other recent author a sense of advertising as its practitioners understand it.’ Stephen Fox, New York Times Book Review First published in 1984.
What's in a Name?
Author: David M Jones
Publisher: Routledge
Published: 2014-12-18
Total Pages: 343
ISBN-13: 1317452143
DOWNLOAD EBOOKThis is a completely rewritten and updated version of one of the true classic books in the field of marketing and advertising. What's in a Name? Advertising and the Concept of Brands analyzes brands from the point of view of modern marketing theory. It deals in detail with the role of advertising in creating, building, and maintaining strong brands - the lifeblood of any long-term marketing campaign. The work is empirically based and is supported by the best research from both the professional and academic fields. The authors describe the birth and maturity of brands and dissect the patterns of consumer purchasing of repeat-purchase goods. In addition to all new research findings and examples, this new edition of What's in a Name? includes first time coverage of the short-term, medium-term, and long-term effects of advertising on sales of brands. The book concludes with new recommendations on how to develop and disseminate better advertising.
Commercial Library Program, Publications List
Author:
Publisher:
Published:
Total Pages: 60
ISBN-13:
DOWNLOAD EBOOKInternational Business Information
Author: Michael Halperin
Publisher: Taylor & Francis
Published: 2024-02-02
Total Pages: 464
ISBN-13: 1135932824
DOWNLOAD EBOOKThis newly updated and expanded edition of a reference bestseller is the only work available that guides business researchers and librarians to the most valuable sources for information on international business--and shows how to interpret and use that data. The authors discuss the best available resources and how to use them to find answers to a wide range of questions about international business. They also describe business practices in various regions and countries, the basics of international trade and finance, international business organizations, and relevant political departments and agencies. Many exhibits and tables are included, and the book's appendices include glossaries, checklists for evaluating sources, and sample disclosure documents.
